SB

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SB

About me

Work

SB

About me

Work

Let’s talk

Vita insurance company mobile app and webpage

Vita insurance company mobile app and webpage

Vita insurance company mobile app and webpage

Client

Vita, življenjska zavarovalnica, d. d (insurance company)

Team

12 people

My role

User Research

Interaction

Visual design

Prototyping & Testing

Information Architecture

Year

2023

Brief

Brief

Brief

We redesigned the webpage for one of the largest insurance companies in Slovenia. The project also included creating a hybrid mobile application to improve user experience across all platforms, simplify the process of selecting and purchasing insurance products, and optimize the sales process.

Problem

Problem

Problem

The existing website didn’t allow users to buy insurance online, and the mobile experience was poor and not intuitive. Each product had specific user scenarios, and to enable online insurance purchases, we had to tailor the buying experience for each product separately, making it easy for users to understand and pick the right insurance for their needs.

Solution

Solution

Solution

We categorized insurance products based on how much of the purchase process could be completed online. Some insurance products could be fully concluded online, while others, due to legal restrictions, required users to visit the insurance company in person. However, today, every insurance product includes a digital experience, and users can complete the purchase of multiple different insurance products in one order. They can also easily switch between different devices using the app.

1.

1.

1.

Design process

Design process

Design process

Research/discovery

Research/discovery

Research / discovery

We organized four workshops with the client to learn about their products and users. We conducted eight user interviews and created user personas, flows, and user journeys.

We organized four workshops with the client to learn about their products and users. We conducted eight user interviews and created user personas, flows, and user journeys.

Design

Design

Design

With a good understanding of all the products and users, we developed primitive representations of the website structure and wireframes. We created an information architecture and tested low-fidelity wireframes with users before turning them into aesthetically pleasing and user-friendly designs.

With a good understanding of all the products and users, we developed primitive representations of the website structure and wireframes. We created an information architecture and tested low-fidelity wireframes with users before turning them into aesthetically pleasing and user-friendly designs.

Prototyping & Testing

Prototyping & Testing

Prototyping & Testing

We tested high-fidelity prototypes with real users to gather accurate feedback and insights into "what's working" and "what's not working." This process helped us identify areas needing improvement before the final product went live.

We tested high-fidelity prototypes with real users to gather accurate feedback and insights into "what's working" and "what's not working." This process helped us identify areas needing improvement before the final product went live.

2.

2.

2.

Concept and development

Concept and development

Concept and development

Workshops with the client

Workshops with the client

Workshops with the client

During the workshop with client we studied the characteristics of different insurance products and researched users' motivations and pain points. We also defined sales funnels, KPIs, and reviewed competitive offerings, which helped us optimize the sales process and user experience throughout the buying process.

During the workshop with client we studied the characteristics of different insurance products and researched users' motivations and pain points. We also defined sales funnels, KPIs, and reviewed competitive offerings, which helped us optimize the sales process and user experience throughout the buying process.

User personas and flows

User personas and flows

User personas and flows

Based on the research and persona discovery, I brainstormed, compiled and organized the necessary website content and functionality.

Based on the research and persona discovery, I brainstormed, compiled and organized the necessary website content and functionality.

I defined user actions, experiences, opportunities and pain points through differrent phases of buying process.

I defined user actions, experiences, opportunities and pain points through differrent phases of buying process.

Based on research findings, I created a a persona who represents the target insurance user, their needs and habits. This helped me to empathize with the end user on the remaining steps of the design process.

Based on research findings, I created a a persona who represents the target insurance user, their needs and habits. This helped me to empathize with the end user on the remaining steps of the design process.

I defined user flow through different phases of buying process, that is one of the most important site’s functionality. Task flow assumes a visit by a guest who doesn’t have an insurance yet.

I defined user flow through different phases of buying process, that is one of the most important site’s functionality. Task flow assumes a visit by a guest who doesn’t have an insurance yet.

Lo-fi wireframe prototypes

Lo-fi wireframe prototypes

Lo-fi wireframe prototypes

We tested low-fidelity prototypes of individual use scenarios with real users on both mobile and desktop devices. Test participants were given specific goals, such as finding the appropriate insurance and completing the purchase online, while being instructed to comment aloud on their experience.

We tested low-fidelity prototypes of individual use scenarios with real users on both mobile and desktop devices. Test participants were given specific goals, such as finding the appropriate insurance and completing the purchase online, while being instructed to comment aloud on their experience.

3.

3.

3.

Design and prototypes

Design and prototypes

Design and prototypes

Hi-fi prototypes

Hi-fi prototypes

Hi-fi prototypes

User testing provided us with valuable insights into user behavior, from the initial information gathering to the final purchase decision. These insights guided us in designing user scenarios and identifying potential friction points that could negatively impact the purchasing process.

User testing provided us with valuable insights into user behavior, from the initial information gathering to the final purchase decision. These insights guided us in designing user scenarios and identifying potential friction points that could negatively impact the purchasing process.

We incorporated user testing findings into the design process, focusing on managing complexity and designing the simplest and most user-friendly experiences possible, which is particularly challenging on mobile devices.

We incorporated user testing findings into the design process, focusing on managing complexity and designing the simplest and most user-friendly experiences possible, which is particularly challenging on mobile devices.

Hybrid mobile app and online portal

Hybrid mobile app and online portal

Hybrid mobile app and online portal

We created a website, hybrid mobile application and portal for where registered users can quickly scan through their insurance product and buy new insurance. For perfect user experience one can switch across all platforms and on different devices, simplify the process of selecting and purchasing insurance products, and optimize the sales process.

We created a website, hybrid mobile application and portal for where registered users can quickly scan through their insurance product and buy new insurance. For perfect user experience one can switch across all platforms and on different devices, simplify the process of selecting and purchasing insurance products, and optimize the sales process.

4.

4.

4.

Unified multi-step application form

Unified multi-step application form

Unified multi-step application form

A special challenge was the unified multi-step application form, which dynamically adapts at each stage of the purchasing process based on the selection of products. This allows users to conclude multiple consecutive insurance purchases with different options, enabling them to continuously choose and customize their portfolio of insurance policies.

A special challenge was the unified multi-step application form, which dynamically adapts at each stage of the purchasing process based on the selection of products. This allows users to conclude multiple consecutive insurance purchases with different options, enabling them to continuously choose and customize their portfolio of insurance policies.

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